Tareq Hadhad, founder and CEO of Peace by Chocolate, joins The Pricing Guys to share why purpose is not a cost. It is an investment that builds trust, pricing power, and long-term brand strength. He explains how real premium pricing comes from story, experience, and service rather than a higher sticker price. We also dive into how Gen Z votes with their wallets, rewarding companies that act with authenticity and consistency. Purpose and profit can grow together when brands commit for the long haul. Learn more:Revenue Management Labs: https://revenueml.comPeace by Chocolate: https://peacebychocolate.ca #GenZ #ConsumerTrends #Leadership #Growth #PeaceByChocolate #community #pricing